MUMBAI: Saif Ali Khan has joined the list of other celebrity brand ambassadors including Hrithik Roshan and Mahendra Singh Dhoni currently endorsing J Hampstead and the flag ship brand - Siyaram, respectively. Saif Ali Khan will endorse the formal and semi-formal range in ready to wear apparel for Oxemberg from the house of Siyarams.

Siyaram Silk Mills, president marketing, Rahul Akkara said, "Saif with his style and persona is set to refurbish the Oxemberg brand in the ready to wear apparel segment and position it as the most sought after brand among the young and aspiring Indian youth. Siyaram strongly believes in the influence that celebrity brand ambassadors have in the decision making of the discerning and trendy Indian consumer and Saif without doubt will add to that process for Oxemberg."

Saif Ali Khan will be the ambassador for the mother brand Siyaram Silk Mills as well as Oxemberg, playing a key role in brand and product communication and promotion. Elaborating on Saif‘s role for Oxemberg, Akkara added, "Saif as brand ambassador will play a major part in our strategic move to develop a mass and widespread appeal for the brand. We have plans to promote Saif‘s association with Oxemberg through TV, print and outdoor campaigns."

Saif Ali Khan expressed his enthusiasm by stating, "Oxemberg appeals to me as a brand that stands for unmatched quality and it‘s a great privilege for me to be associated with this brand. I look forward to working with them and contributing towards making Oxemberg, the leader in its segment."